Assessing Service Quality Impact: Grosvenor House Hotel Case

This research project investigates the impact of service quality on customer satisfaction within the hospitality industry, using Grosvenor House Hotel as a case study. The report begins with an introduction highlighting the growing importance of the hospitality sector and the significance of customer satisfaction. It outlines the research aims, objectives, and questions, focusing on the relationship between service quality, customer satisfaction, and the financial performance of a hotel. A literature review explores the existing research on service quality, customer loyalty, and the factors influencing customer satisfaction, drawing on various academic sources to provide a comprehensive overview of the subject. The methodology section details the research approach, data collection methods, and analysis techniques used to assess the impact of service quality. The report also discusses the resources required for the research, including surveys, data analysis tools, and financial considerations. The findings of the research are presented, along with conclusions and recommendations for improving service quality and enhancing customer satisfaction at Grosvenor House Hotel and the hospitality industry in general. The report emphasizes the importance of customer service, staff interaction, and overall customer experience in driving business success.

Research Project

Topic: To assess the impact of service quality on customer satisfaction within
hospitality industry: the case study of “Grosvenor House Hotel”
INTRODUCTION
In present era where technology is fast growing in every sector of the economy
there are all new kinds of innovation. So the service sector and hospitality industry is
also growing very fast with taking all the invention in the consideration. It is the
fastest growing industry in the economy nowadays which is also ready to give the best
service quality to all its customers. The present research report is based on Grosvenor
House Hotel which a luxury hotel and is managed by JW Marriott Hotel under the
brand of Marriott International hotel. The research will also include the impact of
service quality on customer satisfaction in the industry and Grosvenor House Hotel.
As customer being the main concern of any industry and that of hospitality industry
and to satisfy them is priority of the company. The service which is provided by the
hospitality industry is the only possible way in which the company can grow in the
industry. Giving the good quality of service to the customer will also increase the
profit and decrease the cost to company. Service quality also include the way in which
staff interact with the customer.
LO 1
1.1 Formulate and record possible research project outline specification
Background of study
The following research report will be based on Grosvenor House Hotel and the
impact of the customer service on customer satisfaction, profit of the company and
growth of the company. Customer service is the main aspect and foundation of the
hospitality industry as without this the industry will not be able to grow in the market
and the customer will also not be happy. To maintain the loyalty and privacy of the
customer it is important for the company to look after the customer service and make
their experience good.
Aim of research: Assessing the impact of service quality on customer satisfaction
within hospitality industry: the case study of “Grosvenor House Hotel”
Objectives of research
1

 To find out the effect of the customer quality on the customer's satisfaction. To
identify various outcome of this service quality on the profit margin and cost of
the company.
 To measure and assess the amount of revenue generated from good quality of
service.
 To recommend ways how can the service quality can be improved in a more
efficient manner.
 To analyse the way in which the hospitality industry will grow because of
improved service quality.
 To suggest the strategies that Grosvenor House Hotel can use to increase the
quality of customer service.
Research Questions
Q1 What is the impact of customer service on customer satisfaction?
Q2 How does this influence the increase in the profit?
1.2 Identify the factors that contribute to process of research project selection
Rational of the study: the main aim behind the study is to throw some light on
the impact of customer service on the customer satisfaction in the hospitality industry.
Maintaining the customer relationship and then providing them the best quality
service is also very important to help the company grow and expand. This will
certainly increase the customer loyalty and they will always prefer the company above
all in the market. The hospitality industry is all based upon the service which the
company is giving to the customer and then the feedback which the customer is giving
to the company for its service. Therefore, if the company is not providing the best
quality of service to the customer then they will not be loyal to the company.
1.3 Undertake a critical review of key references
According to Bergold and Thomas (2012) the customers are main essence of
any industry without whom the company or the industry is not able to perform in the
way it need to. Hence, providing them the best quality of product and service is also
important. Çifci and et.al., (2016) also stats this thing will surely influence the amount
2

of profit and revenue generation of the firm. As there is a tough competition in the
hospitality industry in the present era there are many new hotels and restaurants in the
market which are developing each day. To cope up with this competition there is
necessary that the customers are satisfied. Petty, Thomson and Stew (2012) also said
that dealing with the customer in a good and effective communication is the base of
the hospitality industry.
Contrary to this Dias and et.al., (2016) states that they are number of other
factors which should be considered in the given industry. The interaction of the staff
with the customer if the interaction or the communication is not good but the service
is good the company can not perform in a better way. The communication skill of the
staff should also be increased so that they can greet the customer in the best way as
said by the Petty, Thomson and Stew (2012)
1.4 Research project specification and appropriate plan procedures.
In assessing the impact of the service quality on customer satisfaction within
the hospitality industry in the project work specified structure is need to be followed.
All the parts should cover the whole thesis and the study of the project so that it could
be useful for all the people associated with it.
Literature review: this would include the research problem and the finding of the
other authors, journals and books. To see what are the impact of the customer service
on customer's satisfaction as said by different authors.
Research Methodology: various method which are applied to the research projects
are done under this like what type of research approach is used, how the data has been
collected, how the sampling is done and how the data is analysed.
Conclusions: at the very end of the report conclusion are given that what was actual
finding of the project work. This part also include the commendation of the
researcher.
3

1.5 Appropriate plan and procedure for agreed research specification
CHAPTER 2 Literature review
2.1 Introduction
The impact of the service quality in the hospitality industry is of utmost important as
the customers concern is key area of study in the part. The term service quality is
formally taken as major consideration in all the industries and managers at every level
of the work are said to maintain this quality. Company always employ the best quality
staff so that the communication between them and customer is humble and polite. The
service quality and the customer satisfaction is crucial in hotel industry and is more
important than the luxury properties.
2.2 Literature review
According to Drake and Heath (2010) it is defined that the loyalty of the
customer is not there in this hospitality industry as customer generally do not stick to a
particular hotel they are of the view that should always try something new. Eriksson
and Kovalainen (2015) also compare that almost all the company in the industry are
providing the same quality of customer service to their customers. As all company
know that it is the service of the company that will be able to hold the customers or
built new relationships. However, in the viewpoints of the Leckie Nyadzayo and
Johnson (2016) the hospitality industry should always try to make new customer's
from the market.
On the contradictory note it is stated by the Leisen Pollack (2017) that quality
is not enough to bring the hospitality company in the top. But the quality of food and
the luxury is the part which the customer tend to find in company. Minnema, Bijmolt
and Non (2017) also further evaluate that only giving good quality of service is not the
only thing which the company should focus on but should also take the
communication, food and the facilities which the company is providing into account.
Hospitality industry is the most prominent and fast growing industry in the
economy of UK as said by the Petty, Thomson and Stew (2012) Service quality is
mainly stated as the difference between customer expectation for the quality of service
in the hotel and the actual service which they have been given in hotel. On the other
4

hand Ramanathan and et.al., (2017) pointed that there is very increased role of service
experience, quality of food and physical product in hospitality industry. Rehnen and
et.al., (2017) demonstrated that the personality and the attitude of the front line
mangers and the front line staff is also correlated to the guest experience and their
expectations.
According to Schmitt (2010) service is also the overall evaluation of the
specialised services, comparison of the performance with that of customer expectation
of what should be given to customer by them. So and et.al., (2016) also defined that
satisfaction is not only the monetary benefits of customer by company but is solely
based on the experience of the customer in hotel. Further, Stathopoulou and Balabanis
(2016) elaborated that getting the customer feedback so that the dissatisfaction if any
can be sort out and the same issue is not raised again in the future. Customer feedback
can be given any time during their course of visit or stay in the hotel or after that as
well. In this present scenario where digitalization is growing at a faster pace customer
feedback is generally taken through online survey and by preparation of questionnaire.
Steinhoff and Palmatier (2016) also mentioned that today's customer is not
money oriented but rather they are more service and expectation oriented. They
always look for such type of company which is that much capable that customer
would like to visit their place more and more every time. Tanford, Hwang and Baloglu
(2017) also said that any negative experience of customer is cause a loss to the
company and they will certainly need to look after the service quality. All the negative
feedbacks should always be handled on priority and then must be tried to rectified
thereafter. Wang and et.al., (2016) noted that the customer handling the hospitality
industry play a vital role in the growth and profit earning of that company.
All the customer's interaction in this industry is looked as the marketing
communication and brand image of the company as said by Zopiatis and et.al., (2016).
The brand image will also contribute to the direct sale of the company and thus
increasing the amount of profit the company is making out of that. All the verbal and
the non verbal communication is of utmost importance in industry which need
improvement if necessary. The communication part would include paid advertising,
5

non paid public relation, company publication and customer service. And in the
Minnema, Bijmolt and Non (2017) viewpoint hospitality industry have a slightly
different kind of communication like clean rooms, employee's attitudes and the other
functions which are included in the service part of the industry. The overall experience
of the customer togetherness of all such services which are provided by the company
to customer. In which luxury part is also included and now it has been provided by
almost all the companies in the field as stated by the Leisen Pollack (2017)
2.3 Resources which required in the research
Hospitality industry is very wide and is highly dependent on the customer
perception and belief. Firms can improve their quality services through understand the
relationship between the service provided and customer-based. For hotels such as
"Grosvenor House Hotel" in London being having high reputation they still have to
focus on the areas of the services they are providing to the customers. For efficacious
conclusion of the research various resources were used to increase the reliableness and
cogency of the research. Collection of information from respondents was done
through surveys and for that financial requirements, time period and instrument and
tools were postulated. Along with this, data analysis was done with the help of
technology to appropriate and reliable data can be collected. Additionally, copyrights,
legal permission and ethical consideration were taken care while conducting the
research.
Chapter 3: Methodology
2.2 Research investigation on the basis of determined specification and process.
From the finding of (Anfara Jr and Mertz, 2014) it was found that research
methodology provides extensive applied information, higher background studies as-
well-as understanding level and enhanced construction of the research. The details that
are mentioned in it are more specific, clear, logical, credible, straightforward and
shows that how research would be conducted within the business environment. For the
following research project these are methodology tools and techniques that are used to
solve the project. In the research the details will be completed through surveys, though
it will be time consuming but it for analysis of more number of people there is need of
6

survey. It would be conducted with the Grosvenor House Hotel's customers related to
their experience. The details provided in the research is formulated using the
customers perception regarding the company and their personal experience. This
subdivision covers key region which are data aggregation, reasoning,
conceptualisation, philosophy, extent, ethical issues etc. The details are provided using
various tools and techniques that are mentioned below:
Research approach: Research approach is about the belief through which researcher
conducts the research and completes it in effective way (Creswell, 2013). There are
various tools and techniques that can be used by the researchers in order to accomplish
the research and gain the expected finding. They help in reducing the chances of
mistakes and helps in building implementation of methodology being selected. There
are two ways through which author can complete the research topic, these are
inductive and deductive. The former is about the new research areas where new theory
is developed and is used to expand patterns while explaining them. However, on the
other hand the other is about shifting from general content to specific aspects.
For the present study, inductive approach has been used in conducting the
entire research. The approach was relevant as present study is organization based and
their is higher influence about customers expectation and hospitality services.
However, the other method was not selected as there was no general content discussed
within the study and it do not have specific demands.
Research philosophy: It is the doctrine of the study or belief based on which study is
conducted. In order to evaluate different outcomes from the research, researcher has
implemented this application (Daniel and Sam, 2011). Adopting and employing better
philosophies help to accomplish aims and objectives in more specific ways. Various
philosophies of research approach are based on the epistemology that is what are
scientific true and doxology that is what believed to be true. In Western tradition of
science there are 2 major research philosophies have been identified interpretivist and
positivist. The former one is about the subjective interpretation that is belief that
multiple realities depends on the system for meaning which are regarded as
challenging to interpret in terms of fixed realities. Here human behaviour is studied
7

rather than generalizing it. However, positivism is belief that world is external and
single objectivity is present to research phenomenon.
For the present study, the philosophy used is interpretivism to link human
belief and provide reasoning for their belief and behaviour. Additionally, the reason
for not adopting the positivism philosophy is that there was no expectation of
researcher to solve scientific theories or phenomenon.
Research design: Design is considered as the blueprint or we can say copyright for
the study made in order to accomplish research aims and objectives (Bryman and Bell,
2015). For maintaining reliability, validity and ethical consideration, researchers chose
appropriate research design. Researchers have choices of choosing the research design
based on their research topic, they can chose descriptive, casual, exploratory etc.
Casual is about the normal ideas, descriptive design supports in providing description
of the title of the research, exploratory design focuses on development of new ideas
and thoughts etc.
The present study is conducted through in descriptive form as some research is
involved within it. On the other hand, design such as exploratory is not beneficial for
the present research as exploring new ideas along with thoughts is not required in the
present study.
Research type: It is the techniques that is used to find about the research and to
conduct the research in effective manner. Further, it is required to gain advancement
within the research. In a research there are qualitative and quantitative type of research
(Wåhlberg, 2012). For study to be qualitative there is no need of numerical values and
based on themes research was solved. However, quantitative it is present in numeric
form and statistical tools are employed for analysing data.
The present study is based on the qualitative manner as there was no numeric
values were present within the study. This was the major reason behind considering
the present research as qualitative rather than quantitative.
Data collection: For completing the research, data collection is considered as
important sources and helps in accomplishing the aims and objectives. There are
8

generally two ways through which data is collected. These are primary and secondary,
where in primary data is directly collected from the candidates or respondents and is
conducted for the first time, there is no past for such research. However, secondary is
critical review of the other authors which is based on various studies. Primary sources
is considered as more effective than secondary and reliable.
For the present research, the collection type chosen are both. For this survey
was conducted and for secondary data, books, journals and online articles were
chosen.
Data sampling: It is the range of people that are selected within the study and study
area. It is crucial feature of research methodology. There are two sampling ways
which a researcher can adopt this is probabilistic and non-probabilistic. Probabilistic is
population based study and non-probabilistic has no role of population. For the study,
research probability simple sampling technique are used where 50 customers were
analysed. The research was specific for the people that have availed the services of
hoteliers.
Data analysis: The data collected is through the primary methods. Further, analysis of
data with the help of suitable method aid in responding to all the research questions.
There are two ways of data analysis, these are qualitative and quantitative (Wåhlberg,
2012). Quantitative is adopted for the solving non-numerical data while quantitative
technique is employed when information is present in numeric form. For the present
report qualitative technique has been employed. On the other hand main reason behind
not selecting quantitative technique of data analysis is that data is not present in
numeric form. Therefore, with the help of this it can be said that through qualitative
technique it is quite possible to know about the response provided by customers of
Nike and in turn it can be ensured whether aims and objectives of the research has
been accomplished or not.
Ethical consideration
All the ethical principles are followed and conducted by the researcher while
completing the research. Ethical consideration followed are mentioned below:
9

 Participants of the research were not harmed in any situations and extra care
was ensured.
 Privacy and confidentiality of the participant’s information was kept and
without their personal approval they will not be revealed.
 All the participant were equally treated and the aim and nature of the study was
specified to them.
 Trustworthy and friendly environment was provided to the candidates.
 During the survey and while completing the research no harm to animals and
environment was made.
 All the participant were equally treated and the aim and nature of the study was
specified to them.
 Trustworthy and friendly environment was provided to the candidates.
 During the survey and while completing the research no harm to animals and
environment was made.
10